Google's 'privacy pivot': here's the digital marketing tools set to be hit

Industry Contributor 8 Mar 2021 - 2 min read

Google's 'privacy pivot': here's the digital marketing tools set to be hit

By James Dixon, Co-Founder & Chief Digital Officer - Atomic 212°

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Tags: Atomic 212 ACCC, google, facebook, data, privacy, competition, digital, advertising, marketing, cookies James Dixon

Which digital marketing techniques are set for high impact as Google's third party cookie cull all but ends targeting individuals and 1:1 marketing? Try CRM and media retargeting, prospecting and reporting. Prepare for major impact. Retargeting with Google media? It's time to investigate alternatives. Retargeting with Facebook media? Ditto. Atomic 212's James Dixon on what Google's 'privacy pivot' means for digital marketers.

What you need to know:

Google plans to stop individual targeting within two years.
This follows similar announcements from Apple and Facebook.
Retargeting, prospecting and conversion reporting will be significantly impacted.

Some time next year, Google says it will not target individuals.

"Today, we're making explicit that once third-party cookies are phased out, we will not build [alternative] identifiers to track individuals as they browse across the web, nor will we use them in our products,"

Google's move aligns with recent actions from Apple and Firefox, and marks the beginning of a new way of using and reporting digital media.

The details and impacts of the actions are still emerging. But it is clear that they will significantly change the effectiveness of digital media in both its targeting and reporting.

It is important that marketers understand the impacts of this technical issue in non-technical terminology and start to mitigate the impacts in terms of their tactical use of digital media.

The table below outlines the issues and impacts as currently understood, noting that detail is not fully available: